True story: It has been so long since I've posted here that when I logged in to write this I couldn't remember how my credentials. So understanding just how hard it can be to keep up with workload and still find time to not only read business books and blogs but also share your thoughts about them, I have to say I'm always floored when busy professionals make the time to read and review microMARKETING.
I had one of those moments this morning when I saw some tweets linking to a thoughtful, comprehensive and (ahem) mostly positive video review by Marketing What's New principal Glenn Schmelzle and Canadian marketer Danny Starr.
One of the things I love about this review is that Glenn and Danny reflect on how companies can apply the ideas from the book not only to engage b2c audiences, but also to reach b2b buyers. I'll be the first to admit that I leaned heavily on b2c case studies throughout microMARKETING, although I peppered in a few b2b examples were appropriate and I've done some b2b event speaking where I focused much more heavily on what this means for business-to-business. And while Glenn (who tackles the b2b implications in the review) points out some important nuances that business marketers need to consider, it's gratifying to see that my theory holds up in practice no matter what microcommunities matter to a given marketer.
Would love to hear from other b2b marketers who have read the book, with thoughts about how you've applied micromarketing approaches to address your goals.